AI, storytelling, and retail reshaping media: Dentsu releases 2025 Media Trends report
2025 will mark an ‘algorithmic era of media’ according to digital marketing agency dentsu’s 2025 Media Trends report, as it predicts the new year will drive toward a fully addressable, shoppable, and accountable media ecosystem.
The new report, ‘The Year of Impact’, was crafted across dentsu X, Carat, and iProspect, and explores the changes driven by algorithms, AI, and the new dimensions of consumer engagement, which are expected to share the media landscape in the upcoming year.
“The rapid integration of AI across the media value chain has transformed how brands interact with consumers, marking the beginning of ‘the algorithmic era’, where real-world value creation moves beyond experimentation,” said Will Swayne, global practice president, media at dentsu.
“The 2025 report is a toolkit for brands seeking to thrive in this new era, offering strategic guidance on leveraging niche communities, connected television, and next-level retail media.”
According to the report, key themes include AI moving from potential to actual impact; storytelling breaking through the algorithmic bubble; retail reshaping media; a quest for quality; and an unevenly distributed future.
AI has evolved from a trend to a transformative force, according to dentsu, and has embedded itself into daily life, revolutionising media planning, content creation, and consumer interaction. New doors are being opened for brands to build deep, meaningful connections with consumers thanks to AI, and the rise of dynamic personalisation.
Meanwhile, niche interests and deep fandoms are becoming assets for brands looking to stand out. Dentsu says storytelling will be the primary tool for brands to navigate the algorithm-driven media space, as it will help create more impactful narratives across connected TV and digital platforms.
As retail media continues to grow and offer advertisers access to unparalleled shopper data, dentsu expects it to become a cornerstone of media strategies.
There is a greater quest for quality as media investments increase, and brands must learn to prioritise strategic partnerships and content that cuts through the noise.
Finally, the report says brands must be prepared to navigate growing complexities, including evolving technology and media consumption habits, regulations, economic challenges, and technological divides.
The Year of Impact delves into how brands can harness this new media environment to drive tangible impact and growth.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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